Home CryptocurrencyAltcoin Web3’s native fashion brands made a real-life appearance at New York Fashion Week this fall

Web3’s native fashion brands made a real-life appearance at New York Fashion Week this fall

by SuperiorInvest

Web3 fashion is subverting the narrative at New York Fashion Week (NYFW) this fall. Fashion brands originating from the Web3 space will premiere in real life (IRL) on a two-day show presented by Nolcha Shows.

Nolcha Shows has been actively organizing events for 14 seasons. Still, this year there will be a Web3 edition featuring native Web3 brands, along with a panel on Web3’s impact on the future of the fashion industry.

In the past few years, giants of the fashion industry have jumped into the digital space at lightning speed. Gucci has started accepting cryptocurrencies in stores earlier this year, along with its metaverse and NFT involvement with Roblox. Other big brands such as Balenciaga, Hermes and Phillip Plein also announced his own plans for Web3 integration.

While these brands have collectively made millions since their exploration of decentralized technology, brands native to the Web3 space are turning back to IRL events to gain visibility.

Cointelegraph spoke with Arthur Mandel, co-founder of Nolcha Shows, to understand more about why native Web3 brands are returning to physical reality.

Fashion brand ChainGuardians is one of Web3’s native brands to hit the NYFW runway. It’s a brand that leans heavily on the trending term “phygital,” which describes Web3 assets that combine aspects of physical and digital reality.

For example, non-fungible tokens (NFTs) wearables are those that can be used in the metaverse, but they also have a physical twin. Mandel says phygital products will lead as one of the most compelling integrations of Web3 into the fashion industry.

“Phygital products that blur reality and allow people to create multiple personal identities in both worlds – virtual and IRL.”

He also emphasized that such products can be designed to help brands reduce the cost of physical products and retail services.

Related: How Metaverse can revolutionize the fashion industry

The fashion industry held his first ever metaverse fashion week in Decentraland on March 23-27 this year. However, Mandel says that for brands native to these digital spaces, participating in IRL events helps promote the Web3 principles of accessibility and community:

“The reason web3 native brands choose IRL events is to reduce the threshold adaptation. Right now is the entry point and meaningful access to larger crowds at in-person events.”

According to the fashion industry veteran, it’s important to note that while Web3 provides an extra dimension to in-person events, it’s not a complete replacement.

“Phygital is cyclical and reciprocal. It’s about creating IRL products and experiences that blur the lines between real life and virtual reality.”

There is still a balance to be found between those inside and outside Web3.

Right now, Mandel says, “technical jargon that people don’t understand and actually fear, so they prefer to ignore it.” He believes the flow of legacy brands entering the space and native Web3 brands exiting physical reality will help remove these barriers.

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